7 weeks ago
Director, Social Media & Engagement
BluPeak Credit Union
San Diego, CA (On-site)Full time$92K/yr – $130K/yr
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Director, Social Media & Engagement
San Diego, CA (On-site)
$92K/yr – $130K/yrDirector/Executive7+ years expFull time
Posted 7 weeks ago
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Job Summary
Own the social strategy for a mission-driven brand and drive organic growth through short-form video, community engagement, and executive storytelling.
- Own social strategy and content calendar across channels, plus engagement and audience growth with a focus on short-form video.
- Lead paid social testing and budget optimization to boost awareness and member acquisition.
- Develop advocacy and employee storytelling programs to amplify community impact and brand authenticity.
Job Description
- Social Media Growth Strategy & Brand Engagement (50%)
- Develop and execute social media engagement and storytelling strategies to support BluPeak’s broader marketing, growth, and member experience objectives.
- Own BluPeak’s social media strategy, content calendar, publishing, engagement, and growth initiatives across digital channels.
- Identify, prioritize, and lead platform-specific strategies with a strong emphasis on short-form video and high-reach content formats (e.g. Instagram Reels, TikTok, YouTube Shorts) as primary drivers of organic brand discovery and awareness growth.
- Lead the development of compelling multimedia storytelling campaigns that highlight member impact, employee culture, community involvement and organizational purpose through video, photography, written content, and digital storytelling.
- Identify emerging social trends, audience behaviors, and engagement opportunities to keep BluPeak culturally relevant and community connected.
- Manage social listening, online reputation monitoring, and community engagement strategies.
- Partner cross-functionally to amplify marketing initiatives, align messaging, and enhance audience engagement across social media and community channels.
- Support executive visibility and thought leadership opportunities through strategic digital storytelling and content development.
- Manage external creative resources, freelancers, agencies, and vendors as needed.
- Paid Social & Member Acquisition Support (20%)
- Develop and manage paid social media strategies across Meta, TikTok, YouTube, and other platforms to support brand awareness growth, audience acquisition, and new member consideration objectives.
- Partner with marketing and growth teams to connect social media activity to membership acquisition funnels, ensuring social strategy supports and accelerates new member growth goals.
- Manage paid social budgets effectively, optimizing spend allocation across platforms, audiences, and content formats to maximize awareness lift and return on investment.
- Develop and test audience targeting strategies, creative formats, and messaging approaches to improve paid social performance and lower cost-per-awareness and cost-per-acquisition metrics.
- Collaborate with digital and performance marketing teams to align paid social with broader digital advertising strategies.
- Community Engagement & Brand Advocacy (10%)
- Develop and amplify purpose-driven community engagement initiatives that strengthen BluPeak’s visibility, trust, and impact within the communities it serves.
- Partner with internal teams, community organizations, and local partners to support sponsorships, volunteer initiatives, financial wellness programs, and community outreach efforts.
- Lead employee advocacy and brand ambassador programs that encourage authentic storytelling, employee engagement, and community connection.
BluPeak Credit Union
Founded in 1936, BluPeak Credit Union empowers its nearly 60,000 members to achieve financial wellness through a full range of financial products and services, including checking and savings options, credit cards, loans, mortgages and more. BluPeak has more than $1.2 billion in assets and members can access their accounts through six California branches, nearly 30,000 surcharge-free ATMs nationwide, and 24/7 online and mobile banking. BluPeak membership is open to all Californians who live, work or worship in Alameda, Sacramento, San Diego, Santa Clara and Yolo counties, as well as those employed by the state of California, and California university employees and students. Formerly known as University & State Employees Credit Union (USECU), we changed our name to BluPeak in 2022. The new name reflects our California roots, is more inclusive to our field of membership, and better conveys our passion for going above all others in our relationships with members.As a community leader, BluPeak partners with local causes, events and organizations that speak to our commitment to health, wellness and inclusiveness. Learn more at BluPeak.com.
Traffic Signals
Monthly Visitors
54.6K
Monthly Google Ads Budget
$118.5K
Traffic Source Mix
Search
27.3%
Direct
68.2%
Referral
3.8%
Social
0.4%
Paid
0.2%
Headcount Trend
Current headcount: ~174
Marketing Team
Marketing Team Size
6 (3% of company)